About Us

Our Mission

Greener by Default consults with institutions to apply behavioral science to food policy, nudging diners towards sustainable plant-based food while preserving freedom of choice.

Our Vision

Greener by Default envisions a world in which plant-based foods are the default across all foodservice, shifting demand to create a sustainable food system that allows communities and ecosystems to thrive.

Our Strategy

Plant-forward diets are critical for ensuring the wellbeing of people and the planet, but transforming the way we eat is a big lift. Choice architecture - organizing the decision-making environment to lower the barriers to making sustainable choices - is one of the most effective ways to create a widespread shift in diner behavior.

Making plant-based foods the easiest and most appealing option for all diners, not just vegetarians, drives down demand for industrial meat production and normalizes plant-based eating, while offering options to meet everyone’s needs.

Our Values

  • We develop strategies rooted in science, sustainability & inclusivity.

  • We adapt our tactics based on the latest behavioral research to ambitiously drive change in institutional food service norms.

  • We continuously seek out new information and refine our skills in order to best serve our organization’s and client’s goals.

  • We practice cultural humility by meeting people where they are and holding space for divergent perspectives.

  • We strive to strengthen the nexus between food, climate and behavioral science via collaboration and partnerships.

Our History

Greener by Default started as a project of the Better Food Foundation, which incubates novel strategies for diet change. In 2023, Greener by Default became an independent 501c3 nonprofit. To learn about and support the Better Food Foundation's programs to shift behavioral and cultural norms around diet and food, go to www.betterfoodfoundation.org. Both organizations continue to collaborate closely on projects to promote plant-based defaults in institutional dining. If you have any questions about how to direct your donation to support these projects, please reach out to either of their leadership.

Our Annual Report

Read our 2023 annual report to see what we accomplished last year and get a glimpse into our big plans for this year.